Merging the five brands which were Newscycle under the new Naviga banner is a new start for the systems company, it says.
An agency was commissioned to advise on the process which has followed acquisition since 2017 of four more companies, in addition to those which came together for the original business. Now agile management processes and a renewed focus on customer success is part of a revamp of the business.
"At that time, we saw the disruptive state of the industries we serve, and we knew that to help our customers compete, we needed to change, too," says vice president Pete Marsh.
By the end of last year, Newscycle had acquired four companies with "digital-first, future-focussed solutions", and with their own complementary solutions, and their own corporate cultures, people and identities.
In addition to the rebranding process - the result of interviews with employees and customers, and study of products, competitors and marketing materials to establish where they fitted and stood out - a team adressed aspects that went beyond just changing names and graphics.
"We're also revamping how we do business," says Marsh, "taking the best practices of each company and forging them together with a focus on customer success."
He says a team of volunteers has been studying the best strategies of customer-centric companies, and looking to see where improvements can be made.
"Under the brand identity Naviga, we can celebrate the best we have to offer and focus ourselves on the journey ahead," he says. "And by doing that, we can best serve our customers in this era of rapid change."
Chief executive Scott Roessler says the new company identity reinforces a continued focus on accelerating progress so our customers can focus on growing their businesses. "The Naviga name reflects our commitment to ensuring our customers are always ready for the future. Tomorrow's challenges demand an agile partner that offers access to a flexible suite of solutions and expertise. We want our customers to know we're prepared to help them with what lies over the horizon."
The new operating model is also centred around native digital solutions, with a team of executive general managers focussing on specific solution sets, with product and services teams aligned under an agile methodology. Board member Denise Warren - a former New York Times and Tribune Publishing executive - says the move is "part of a larger digital-first product and customer centric strategy that positions the company to support the adoption of cloud solutions across broad-based media and financial services markets".
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